| dc.description.abstract | All the consumption needs of one-third of the world's consumers are
satisfied by social enterprises. Some of the consumption needs of the
rest of the two-thirds of the world's consumers are satisfied by social
enterprises. In most countries, consumers obtain transportation services,
postal services, health and recreation services from one or another type
of social enterprise. Also, many industrial raw materials and capital
goods are produced and marketed by social enterprises. The problem of
identifying and managing the marketing function of social enterprises
is of great significance, both from practical and theoretical standpoints.
On the practical side, such an exercise generates ideas and techniques
of marketing planning useful for social enterprise managers. On the
theoretical side, such an exercise forces one to search for the truly
universal principles of marketing—principles which have applicability
across widely varied contents. | |
